Riyadh, Saudi Arabia — Riyadh Air, Saudi Arabia’s new national airline, signed a strategic partnership with the Ministry of Culture to transform travel into a cultural journey. The agreement aims to highlight Saudi heritage and identity across every stage of the flight experience. As a result, the initiative will support both tourism development and the creative economy.
Riyadh Air to Showcase Saudi Heritage
The signing ceremony took place at the Ministry’s headquarters in Riyadh. Deputy Minister of Culture Hamed bin Mohammed Fayez and Riyadh Air CEO Tony Douglas signed the agreement. Both emphasized their joint vision: making air travel a window into Saudi culture.
Fayez explained that this collaboration reflects the Ministry’s goal of integrating culture into daily life—including aviation. Moreover, it aligns with the National Culture Strategy and contributes to Saudi Vision 2030 by helping travelers connect with the country’s rich identity.
Douglas noted that Riyadh Air plans to incorporate Saudi culture into every element of the journey. From cabin design to in-flight services, the airline draws heavily from local traditions and aesthetics. Consequently, travelers will encounter authentic Saudi storytelling from departure to arrival.
In-Flight Culture and Terminal Campaigns
The agreement includes cultural campaigns and seasonal initiatives designed to turn Riyadh Air terminals into vibrant spaces. These efforts will introduce travelers to heritage sites, national festivals, and creative content. In addition, digital platforms, in-flight screens, and airport displays will offer curated cultural content.
To ensure lasting impact, both parties will regularly review and update the cultural material. They plan to hold workshops, analyze passenger feedback, and adjust strategies based on audience engagement. This ensures that content remains fresh, relevant, and aligned with public interest.
Celebrating Saudi Creativity in Design and Music
The collaboration builds on earlier efforts, such as Riyadh Air’s cultural sound identity, “The Sound of a New Era of Travel.” Developed with the Saudi Music Commission and performed by the National Orchestra, the composition merges traditional melodies with modern styles.
In addition, Riyadh Air has partnered with acclaimed Saudi designer Mohammed Ashi. His designs feature in the airline’s uniforms and cabin interiors. This reflects the airline’s dedication to promoting local talent while also enhancing its visual brand. Ultimately, these initiatives support the Saudi creative economy and contribute to national goals under Vision 2030.
